Top Beauty Influencers of 2025

The world of beauty influencers is thriving in 2025, driving trends and product sales across social media. Beauty is one of the most popular topics on TikTok (with 3.6 million beauty posts and ~2.46% engagement rate) and nearly half of U.S. shoppers say social media has led them to spend more on cosmetics. In fact, 42% of consumers would buy a product recommended by an influencer – a testament to the persuasive power of these creators. The following are some of the top beauty influencers (primarily in the U.S. and mostly focused on makeup) that you should follow in 2025. These are the big names setting trends on Instagram, TikTok, YouTube, and beyond. Importantly, while mega-influencers boast massive followings, smaller “micro” influencers can have some of the most loyal fanbases and high engagement rates – a trend we’ll discuss later. First, let’s meet the superstar beauty content creators leading the industry.

Top Beauty Influencers of 2025 (Across Instagram, TikTok & YouTube)

1. James Charles

Platforms: YouTube, Instagram, TikTok (59M+ combined followers)
Why Follow: James Charles is often cited as the top beauty influencer of recent years. Rising to fame as a teen, he became the first male CoverGirl model at 17. James is known for his bold makeup artistry and energetic personality – from intricate eyeshadow looks to full drag transformations. He engages millions with tutorial videos and viral challenges, and even launched his own makeup brand (“Painted” by James Charles). With over 20 million Instagram followers and 38 million on TikTok, James’s influence on beauty trends and product sales is immense. He has collaborated on a best-selling Morphe eyeshadow palette and frequently features celebrity guests in videos. James Charles’s advocacy for creative self-expression (regardless of gender) and his inclusive approach have cemented him as a leading figure in the beauty community.

2. Nikkie Tutorials (Nikkie de Jager)

Platforms: YouTube, Instagram (28M+ combined followers)
Why Follow: A veteran beauty guru, Nikkie Tutorials started her YouTube channel back in 2008 and has become one of the most influential beauty bloggers in the world. Nikkie’s makeup tutorials range from everyday glam to avant-garde artistry, delivered with flawless technique and a fun, personable style. She’s amassed 19.4 million Instagram followers and millions more on YouTube and TikTok. Nikkie is beloved for her honest product reviews and memorable moments (like her viral “Power of Makeup” video). As a transgender woman who came out to her audience in 2020, Nikkie uses her platform to champion inclusivity and self-love, inspiring fans of all backgrounds. From collaborating with top brands to interviewing celebrities (she did Adele’s makeup on YouTube), NikkieTutorials remains a must-follow beauty icon who consistently ranks among the top influencers year after year.

3. Bretman Rock

Platforms: Instagram, TikTok, YouTube (36M+ combined followers)
Why Follow: Bretman Rock is as much an entertainer as he is a beauty influencer. This Filipino-American makeup virtuoso and social media comedian has 18+ million followers on both Instagram and TikTok. Bretman began with viral funny Vines and Instagram videos, parlaying his bold personality and makeup skills into a beauty empire. His content is an addicting mix of fabulous makeup looks, humor, and unfiltered realness. One day he’s doing a glamorous eyeshadow tutorial, the next he’s making you laugh with a skit – keeping followers hooked. Bretman’s influence is long-lasting: BeautyMatter notes that alongside James Charles and Nikkie, Bretman consistently ranks among the top beauty influencers year after year. He’s even crossed into mainstream entertainment (red carpet appearances, MTV reality show) while staying true to his beauty roots. Bretman has also collaborated on makeup collections (his Wet n Wild “Jungle Rock” line famously sold out) and fronted major brand campaigns. Follow him for a perfect blend of beauty and comedy that breaks stereotypes – he’s a proud member of the LGBTQ+ community and an advocate for self-expression and diversity.

4. Jeffree Star

Platforms: YouTube, Instagram (20M+ combined followers)
Why Follow: Jeffree Star is a controversial beauty mogul who has undeniably shaped the online makeup world. He initially gained fame on MySpace and YouTube with striking hot-pink hair and fearless opinions. Today Jeffree is known for his luxury makeup brand, Jeffree Star Cosmetics, and over 13 million Instagram followers (plus a massive YouTube subscriber base). His YouTube reviews and tutorials are infamous for their brutal honesty – if a product is sub-par, Jeffree won’t hold back. This candor earned him a loyal fanbase and significant clout; a single Jeffree Star review can make or break a product’s reputation. He’s collaborated with brands like Morphe and even had a record-breaking collab launch with fellow YouTuber Shane Dawson (the “Conspiracy” palette). Jeffree’s own brand products (like his Velour Liquid Lipsticks and Eyeshadow Palettes) often sell out instantly upon release. While he’s no stranger to drama, fans follow Jeffree for his high-glam style, lavish lifestyle (he famously shows off sports cars and Birkin bags in videos), and makeup mastery. Love him or hate him, Jeffree Star’s impact on beauty trends and influencer marketing is significant – and in 2025 he remains a key player to watch.

5. Mikayla Nogueira

Platforms: TikTok, Instagram (19M+ combined followers)
Why Follow: Mikayla Nogueira is a TikTok makeup sensation who skyrocketed to fame with her authentic voice and incredible skills. A 25-year-old makeup artist from Boston, Mikayla is known for her frank, enthusiastic product reviews delivered in a thick Boston accent. She shares everything from super-detailed foundation tutorials to candid reactions trying out new products – and her genuineness has earned her 15.9 million TikTok followers and nearly 3 million on Instagram. Mikayla’s catchphrases (and charming accent) have made her videos extremely engaging; when she loves a product, viewers know it’s the real deal. Brands have taken notice – her reviews can create instant sell-outs of featured makeup items. Fans also appreciate that Mikayla often spotlights both high-end and drugstore products, giving honest pros and cons. In a short time, she’s won a Beauty Influencer of the Year award and become a trusted voice for young makeup lovers. Follow Mikayla for fun “Get Ready With Me” videos, brutally honest product tests, and a down-to-earth approach that makes every viewer feel like a friend.

6. Meredith Duxbury

Platforms: TikTok, Instagram (20M+ combined followers)
Why Follow: Meredith Duxbury blew up on TikTok thanks to her one-of-a-kind foundation technique – she famously applied an entire handful of foundation (10 pumps at once) on camera, sparking the viral #foundationchallenge. That bold experiment captivated viewers and helped Meredith amass 18.6 million TikTok followers (plus 1.8M on IG). Her videos often showcase dramatic before-and-after makeup transformations and creative hacks (500 layers of blush, anyone?). Meredith’s playful, trend-chasing content makes makeup fun and accessible to a young audience. She isn’t afraid to try extreme looks or messy challenges, which keeps her content viral. Beyond the gimmicks, Meredith does share genuine tutorials and favorite products, and her bubbly personality shines through. In 2025, many expect Meredith to expand into her own product line or major brand collaborations, given her influence. Follow Meredith if you love short, entertaining beauty clips and want to stay on top of every TikTok makeup craze – she’s likely either doing it first or making it go viral!

7. Alix Earle

Platforms: TikTok, Instagram (11M+ combined followers)
Why Follow: Alix Earle is a 24-year-old TikTok star who turned casual “Get Ready With Me” videos into a powerhouse personal brand. With over 7.3 million TikTok followers (and 4M on IG), Alix has been dubbed the internet’s “hot best friend” for her relatable, unfiltered style. She’ll chat about her day, share makeup and outfit tips, and do her skincare routine on camera as if FaceTiming a friend. This authenticity, paired with her knack for picking great products, has created the “Alix Earle Effect” – the phenomenon of products selling out within hours of her endorsing them. For example, after Alix featured the Hero Cosmetics pimple patch in one of her GRWM videos, it shot up to become Amazon’s top beauty bestseller. She’s since partnered with major brands (from makeup to fashion) and her Amazon storefront often ranks among top performers. Alix’s content resonates especially with Gen Z: it’s equal parts aspirational and down-to-earth. Follow her for daily makeup inspiration, product recommendations that actually work, and an influencer who makes even sponsored content feel genuine and fun.

8. Jackie Aina

Platforms: YouTube, Instagram (5M+ combined followers)
Why Follow: Jackie Aina is a trailblazer for diversity in beauty and a must-follow influencer for anyone who values inclusivity. An Army veteran turned YouTuber, Jackie has over 3 million YouTube subscribers and 2 million Instagram followers. She gained fame with her impeccable makeup tutorials and willingness to call out the industry for its shortcomings – notably, she’s been vocal about the lack of shade ranges for people of color and has pushed major brands to do better. Jackie’s content mixes flawless makeup transformations, product reviews (with a dose of humor), and lifestyle snippets. Her personality is charismatic and witty; she’s known for catchphrases and playful commentary that keep viewers entertained. Over the years, Jackie partnered on a palette with Too Faced (advocating for deeper foundation shades) and collaborated with Anastasia Beverly Hills, among others. She also launched her own brand, Forvr Mood, offering scented candles and self-care items to celebrate indulgence and wellness. As a Nigerian-American influencer, Jackie Aina has been a powerful voice for Black women in the beauty space. In 2025, she remains a relevant and respected figure whose recommendations and opinions carry significant weight. Follow Jackie for expert makeup tips and a refreshing perspective that challenges beauty norms.

9. Addison Rae

Platforms: TikTok, Instagram (122M+ combined followers)
Why Follow: You might know Addison Rae as a TikTok dance sensation and pop culture figure, but she’s also made a mark as a beauty influencer and entrepreneur. With a staggering 88+ million TikTok followers and 34 million on Instagram, Addison is one of social media’s biggest stars – and she has parlayed that fame into the beauty world. She co-founded the makeup line Item Beauty, aligning her name with the cosmetics industry early in her rise. These days, Addison often shares her beauty routines, red carpet glam prep, and favorite products alongside her dance and lifestyle posts. Her style tends to be fresh-faced and approachable – think dewy skin, glossy lips, and effortless hair – which appeals to her predominantly Gen Z audience. While she’s not a makeup artist by trade like some others on this list, Addison’s influence is undeniable: her product endorsements reach tens of millions, and she’s collaborated with brands like Sephora (which carried her Item Beauty line). She represents the new wave of multi-hyphenate influencer: part entertainer, part beauty trendsetter. Follow Addison for a mix of fun viral content and quick beauty tips, and to see how a mainstream social celeb can shape beauty trends at scale.

10. Nikita Dragun

Platforms: TikTok, Instagram, YouTube (25M+ combined followers)
Why Follow: Nikita Dragun is a glamorous and outspoken beauty influencer who has broken ground as a transgender icon in the makeup world. Nikita’s feed is pure ultra-glam fantasy – we’re talking dramatic makeup looks, wigs, and high-fashion ensembles in nearly every post. She has over 8 million Instagram followers and 13.9 million on TikTok, plus a loyal YouTube audience. Nikita became famous sharing her gender transition journey alongside stunning makeup transformations, proving the power of makeup in self-discovery. Known for her chameleon-like ability to embody different characters (from Victoria’s Secret angel to anime cosplay), she keeps content visually exciting. In 2019 Nikita launched her own makeup line, Dragun Beauty, geared towards the trans community and beyond. She’s also been the face of major brand campaigns (like Morphe’s Pride collection). While Nikita does court controversy and isn’t afraid to speak her mind, she has a devoted fanbase who admire her confidence and style. If you love full-throttle glam and a bit of drama, Nikita Dragun is an influencer to watch. She exemplifies how beauty influencers can build a personal brand that’s larger-than-life yet deeply personal, inspiring fans to live unapologetically.

Other notable beauty influencers: Of course, the list doesn’t end at ten. There are many other creators making waves in 2025. Huda Kattan, for example, started as a beauty blogger and built Huda Beauty into a billion-dollar brand – her company’s Instagram has over 54 million followers, making it the most-followed beauty brand on IG. Manny Gutierrez (Manny MUA) and Patrick Starrr were among the first male beauty YouTubers to go mainstream; each now runs a makeup line (Lunar Beauty and ONE/SIZE, respectively) and continues to produce content. Long-time gurus like Jaclyn Hill and Desi Perkins (now brand founders themselves) still command attention when they post new videos. In skincare, Hyram Yarbro gained fame as “Skincare by Hyram” on YouTube/TikTok, educating millions about products and routines. And for haircare, Brad Mondo has become the go-to influencer for dramatic hair transformations and tips. The beauty influencer ecosystem is rich and diverse, ranging from mega-celebrities to micro-influencers with smaller followings – all contributing to what’s trending in makeup, skincare, hair, and beyond.

Instagram follower counts (in millions) for selected top beauty influencers as of late 2024. Notably, multi-platform stars like Addison Rae lead by follower numbers (34M on IG), while veteran beauty gurus such as James Charles and Nikkie Tutorials also command around 20M each. Even the lower end of this top group (e.g. Mikayla Nogueira’s ~3M IG followers) far exceeds the followings of typical micro-influencers.

The Rise of Micro-Influencers and UGC in 2025

While the superstar influencers above dominate in reach, 2025 is also the year of the micro-influencer. Micro-influencers are creators with smaller followings (often in the low tens of thousands) who focus on niche content – and they are proving incredibly powerful in the beauty space. These “everyday” content creators often have higher engagement with their audience relative to big celebrities. In fact, data shows that micro influencers in beauty can have engagement rates up to 6.7× higher than larger influencers, sparking 22% more purchase conversations on average. Their followers trust them deeply as relatable peers, so a recommendation from a micro-influencer can carry significant weight.

From an e-commerce perspective, micro-influencers are a goldmine for brands. They produce authentic reviews, demos, and tutorials that feel like advice from a friend – essentially valuable user-generated content (UGC) that brands can repost and leverage. By collaborating with numerous micro influencers via product seeding (gifting products in exchange for posts), a company can generate tons of organic buzz and word-of-mouth marketing at scale. For example, an indie skincare brand might send free samples to 100 micro beauty bloggers on Instagram. In return, they could receive dozens of genuine product reviews, unboxing stories, and before-and-after photos shared to highly engaged audiences. All that content serves as both marketing material and social proof.

Platforms like Stack Influence have emerged to connect brands (including online retailers and Amazon sellers) with micro-influencers efficiently. Stack Influence is a leading micro-influencer marketing platform that helps e-commerce brands automate product seeding campaigns and scale up outreach to many small creators at once. The idea is simple: instead of paying one celebrity $50k for a single sponsored post, a brand can gift product (often of far lower cost) to a hundred micro-influencers. Those micro-influencers then create honest content around the product, which the brand can repost and even reuse in ads (often with full usage rights granted for the UGC). This strategy not only saves marketing budget, but also tends to yield more authentic and diversified content. As one case study noted, giving micro influencers free rein to be creative resulted in content that drove higher engagement and didn’t feel like traditional ads.

Another advantage is that micro-influencer campaigns can specifically target niches – for instance, finding a micro-influencer who’s an expert in cruelty-free vegan makeup, or someone popular in the South Asian bridal makeup community – ensuring the brand’s message reaches a very relevant audience. These smaller creators often foster active communities; comments and DMs fly when they post a new tutorial or review, indicating followers are truly paying attention (whereas a mega-influencer’s post might get lost in the feeds of tens of millions). Some reports even show that micro influencers in the Stack Influence network start 22% more buying conversations than average consumers because their recommendations spark discussion and consideration.

All of this is not to say the era of the mega-influencer is ending – on the contrary, the big names are bigger than ever. But brands are learning to balance their influencer marketing: partnering with a few huge stars for broad awareness, and hundreds of micro-influencers for targeted engagement and UGC generation. The result is a multi-tiered strategy where celebrity influencers drive buzz at the top, and micro-influencers sustain word-of-mouth momentum at the grass roots. For beauty brands, especially indie startups and Amazon marketplace sellers who need reviews, this approach is invaluable. Authentic content is king in 2025, and consumers are savvy – they can tell when a post is a genuine personal testimonial versus a paid billboard. Micro-influencers offer that authenticity at scale, which is why platforms focus on connecting brands with “everyday” beauty creators to keep marketing personal.

Conclusion to the Top Beauty Influencers of 2025

In summary, the beauty influencer landscape in 2025 is both highly influential and richly diverse. From superstar creators like James Charles and Nikkie Tutorials – who shape global makeup trends with a single video – to passionate micro-influencers who build trust in tight-knit communities, all levels of influencers play a role in what products we buy and how we define beauty. Social media has effectively become the new beauty counter: people discover foundations, lipsticks, and skincare tips through scrolling TikTok or Instagram far more than through traditional ads. With nearly half of consumers letting influencer recommendations guide their purchases, brands have embraced these content creators as the de facto marketers of the modern age.

For followers, this means an endless stream of inspiration and education at our fingertips. You can learn a 10-step eyeshadow technique from a pro artist on YouTube, find an honest review of the latest moisturizer from a nano-influencer on Instagram, or get a 60-second contour hack from a TikTok creator – all in the same day. Beauty influencers are not just selling products; they’re sharing artistry, confidence, and personal stories that resonate on a human level. And importantly, they’re making the beauty world more inclusive and innovative: pushing for shade diversity, spotlighting indie brands, and inventing new trends (hello, soap brows and graphic liner!).

Whether you’re a makeup newbie looking for guidance or a seasoned beauty lover hunting the next big trend, the influencers highlighted above are great ones to follow in 2025. They represent the pinnacle of creativity and credibility in the online beauty space. Just don’t be surprised when your favorite product sells out overnight because one of them raved about it – that’s the power of influencer marketing! As we’ve seen, in today’s e-commerce environment an authentic recommendation from a trusted creator can spark a shopping frenzy. So hit that “follow” button, enjoy the content, and stay gorgeous. The future of beauty is being broadcast live on your social feed – and you won’t want to miss it.